Regional Consumer Insights

Trend - Chinese food and Japanese sushi restaurants alike are beginning to roll out fried cream cheese wonton as an appetizer dish. The combination of cream cheese with a traditional Chinese wonton leads to a crispy, oily shell that houses savory cream cheese, often served with sweet & sour dipping sauce.

Insight - Consumers who frequently choose to dine-out often find themselves either searching for a new place to enjoy, or defaulting back to one of their favorites. When searching for a new restaurant, one important factor is variety and uniqueness. In order to differentiate themselves from other restaurants while offering a new appetizer for consumers who may not eat meat, or may not want a protein-heavy appetizer, restaurants are launching crispy fried cheese wontons paired with dipping sauces.

Trend - Ice cream manufacturers are drawing on the traditional Southeast Asian dishes made with pandan to inspire their recipes. These brands transform the original recipes with additional ingredients—such as coconut milk—that make them more fitting for the sweet, creamy flavor palates of ice cream.

Insight - Modern consumerism in Western countries has led to countless product, food, and flavor options. While many regional products have gained global popularity, some more traditional products face challenges in similarly expanding. However, Gen Z and millennial consumers in the West are continually searching for the next food trend to enjoy for themselves and share on social media. As such, brands are drawing inspiration from cultural roots to offer tried-and-true flavors to new consumers.

Trend - Restaurants across North America and Europe are now incorporating Croffles into their menus. Croffles originated in South Korea and are a hybrid croissant-waffle, resulting in a flaky, light pastry that can be topped with ingredients and enjoyed as any meal or snack throughout the day.

Insight - Consumers in North American cities frequently enjoy trying cultural foods and types of food that are new to them, adding variety to their daily meals. As such, cultural snacks and dishes such as Crepes or Bubble Tea have rapidly become commonplace in North America. As a result of these consumers continually wanting new dishes for each meal throughout the day, popular multipurpose dishes from other countries, such as the South Korean Croffle, are gaining popularity in restaurants.

Trend - Designers are proposing various high-tech solutions that will help individuals in rural areas get around with ease. These innovations are focused on bringing functionality and convenience to communities, as well as a more eco-friendly approach to public transportation.

Insight - Somewhat or fully aware of the many technological advancements that are being implemented to enhance the living standards of cities, members of rural communities are emphasizing the need for better infrastructure in smaller towns. Since individuals in these spaces are looking for a higher degree of convenience and efficiency, they are creating a strong demand for the update of important town functions—from transportation to food access. When these needs are met, consumers feel better supported and capable of achieving their own goals.

Trend - Brands are launching specially curated and accessibly priced gift boxes that feature products from small businesses and local artisans. These initiatives are not only effective in satisfying a consumer need but also provide relief for independent businesses, impacted during the ongoing pandemic.

Insight - When making personal purchases or gifting decisions for special occasions, consumers are emphasizing the need to support local economies during the COVID-19 pandemic. As a result, an increasing number of individuals opt-in for artisanal goods from small shops and creatives. In doing so, consumers are able to appeal to their need for unique products while simultaneously feeling good about helping out independent businesses.

Trend - Many financial institutions—from traditional to digital-first banks—are attempting to reach rural communities with the help of technology. The movement calls for improved banking access through the implementation of small ATMs, biometric readers, cloud-based platforms and more.

Insight - Technology is enabling a higher degree of accessibility for services and many consumers are taking advantage of this. As the world evolves and individuals in rural communities become more connected, these features become more readily available in remote regions. They enable consumers without access to as many convenience-based services as people in cities to feel more empowered and prepared to take charge in the case of a crisis.

Trend - Developers are utilizing data and analytics to identify areas that are dangerous for health, social or political reasons. The technology is available to consumers through mobile applications, making it convenient to use in real-time and on-the-go.

Insight - Political climates, ecological crises, and epidemics can entail unpredictable threats. To counter the fear of the unknown, consumers look for ways to alleviate stress on-demand through an overview of danger areas in the vicinity. This ties into the desire of being informed and organized in the face of danger, allowing individuals to take preventative measures on-the-go and ease unfounded concern.

Trend - Yerba mate has traditionally been consumed as a tea in South America, but today packaged beverage brands in North America are leaning into the herb as a healthful flavor option. This speaks to the desire North American consumers have to experiment with wellness solutions from around the world.

Insight - As North America expands in diversity, global influences in the region can be observed in everything from art and design to cuisine. The impact of globalization on consumers is a deeper appreciation for products and services that were once unfamiliar to them, and they now expect that brands are well-aligned with their increasingly diverse and nuanced preferences.

Implications - By leveraging ice cream as an exploratory platform, brands are allowing consumers to experience new cultures via regional flavors, but with the security of the familiar dessert concept. This combination speaks to the consumer desire for experimental foodie experiences, coupled with a refusal to limit their palettes to their own geographic experiences.

Implications - Drawing inspiration from the Japanese Annou Imo, a luxurious sweet potato known for its delectable taste, beverage and dessert brands from the region are adapting the flavor and aroma of the sought-after spud. Celebrating the local bounty, consumers are enjoying the enticing flavor of this yam in new ways, through unexpected formats including sweets and drinks that demonstrate the innovative flavor reversal of Japanese culture. This emerging ingredient draws out the importance of healthy indulgences influencing modern consumers and the next generation of flavor seekers.